Key Points
- MediaRadar has expanded its partnership with VideoAmp to add television ratings data to its ad intelligence platform.
- The integration combines MediaRadar’s television advertising occurrence and spending data with VideoAmp’s national and local audience ratings.
- Clients will gain access to spot-level commercial viewership data, allowing analysis of individual ads instead of relying only on average program ratings.
MediaRadar has expanded its partnership with VideoAmp, adding television ratings data to its advertising intelligence platform as marketers and agencies seek more detailed ways to evaluate campaign performance.
The integration announced Wednesday will combine MediaRadar’s TV ad occurrence and spending data with VideoAmp’s national and local audience ratings. The companies said the arrangement will give clients a clearer view of advertising value, audience reach and competitive performance across television campaigns.
The new capability is designed to provide spot-level commercial viewership data, allowing advertisers and agencies to analyze individual ads rather than relying only on average program ratings.
By bringing VideoAmp’s audience data into MediaRadar’s platform, clients can compare advertising activity and audience delivery across campaigns, networks and markets. The companies said the approach creates a more consistent framework for competitive analytics and media planning.
“The future of advertising depends on greater connectivity across data and measurement environments,” MediaRadar Chief Executive Officer Matt Krepsik said in a statement. “By deepening our partnership with VideoAmp, we’re giving clients more choice and transparency in how they analyze advertising performance, audience reach and competitive activity across today’s evolving TV ecosystem.”
The agreement comes as advertisers, programmers and agencies continue to evaluate alternative measurement providers alongside Nielsen, which has long served as the dominant ratings currency for television advertising.
VideoAmp has positioned itself as one of several companies seeking a larger role in the television measurement market by offering data products that connect viewing behavior with advertising exposure and outcomes.
MediaRadar said the integration will help clients understand not only where advertisements ran and how much competitors spent, but also how those placements performed with audiences. That could be particularly useful for brands comparing the relative value of television inventory across national and local buys.
“MediaRadar is one of the most widely used intelligence resources in advertising, it’s the platform the industry turns to when it needs to understand what’s happening in-market,” VideoAmp Chief Revenue Officer Bryan Goski said. “Being selected as a foundational data source for their TV measurement capability is an honor.”
